100% Swiss: H. Moser & Cie. Swiss Mad Watch


At the 1st of January the Swiss Made label for watchmaking changed. From now on a Swiss Made watch requires 60% of the components in it to be of Swiss origin. That’s not nearly enough for H. Moser & Cie. and the manufacturer from Neuhausen am Rheinfall criticizes the new standards by creating a new and pretty spectacular watch. It is 100% natural and entirely Swiss and features a case made from cheese: The Swiss Mad Watch. Yes, Swiss Mad, not Swiss Made. The watches from H. Moser & Cie. are over 95% Swiss in general, but the manufacturer has decided to remove the Swiss Made label from all new watches created from 2017 onwards to protest the new guidelines.

With the creation of the Swiss Made Watch – an only piece – H. Moser & Cie. wants to create a stir and send a clear message to the Swiss watchmaking industry, the authorities and watch enthusiasts. The manufacturer even created a specific hashtag for the campaign – #MakeSwissMadeGreatAgain.
The Swiss Mad Watch was presented during the Salon International de la Haute Horlogerie (SIHH) 2017. All proceeds from the sale of this watch will be used to create a fund to support independent Swiss watchmaking suppliers currently suffering from outsourcing to Asia.


The H. Moser & Cie. Swiss Mad Watch features a case made from cheese. Yes, actual cheese, Swiss cheese to be precise, which was integrated with a composite material. The case measures 42 mm in diameter and the watch is finished with a red fumé dial and doubled indices in white, subtly reminiscent of the Swiss flag.
The Swiss Mad Watch is powered by a mechanical in-house calibre, the HMC 327. It provides the power for hours and minutes and a power reserve for up to 3 days. The strap is made from Swiss cowhide.

This is a unique and extremely pricey piece, but the watchmaker offers another Swiss Mad piece, the Venturer Swiss Mad. This watch does not have a case made from cheese but from white gold. It is still 100% Swiss and features the exact same design as well as the same calibre.

The Venturer Swiss Mad is a limited edition of 50 pieces.


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